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A CREATIVE CAMPAIGN
Account Executive: Tristan RandallLead Researcher: Ken HitchingsMedia Team: Kindra Burke
Kara JohnstoneDoug Wallace
Creative Team: Michelle Filler• Allison White
RESOLVEPRE-TREAT
THE TEAM
WHAT WOULD YOU WISH TO REDO?
Fabric Care MarketMade up of 4 different segments
Laundry Prewash/additivesColor safe bleachLaundry starch static control/ fabricProtector liquids
Laundry Prewash makes up 82% of the market share as of 2013
The MarketFabric care sales predicted decline by 10%
Consumer are looking for cost efficient, all-in-one solutions
Market shares will increase for laundry detergents with added stain treatment
Forecast for Fabric Care Market in U.S.
Market Share 2013
Change in overall sales is declining Resolve (declined 15.2%)
OxiClean (risen 7.4%)
Clorox18%
Tide10%
OxiClean36%
Shout20%
Resolve 8%
Purex8%
The Consumer
• Stain Remover: Men 18-34• But only 53.5% men buy for household vs.
65.3% women
• Dry Cleaners: Women 25-34 • Detergent: Women 50-54
Female 25-34
Married 67.10%
Have Kids 60%
College Graduate 26.70%
Employed Full Time 49.80%
Competitive Position Three types of competitors:
Tier 1: Pre-Treat Products
Tier 2: Laundry Detergents + Stain Remover
Tier 3: Dry Cleaners
Our Findings
Advertising History Competition- Similar brand messages
Appeals to all lifestyles
To increase share, Resolve must differentiate
OxiClean: Anthony Sullivan (formely Billy Mays)
Clorox 2: Laundry Confessions
Advertising History
Advertising History
Advertising HistoryTotal Magazines Network TV Spot TV Syndication Cable TV
Resolve: Laundry Stain Remover
$5,839,800 $1,319,200 $622,000 $1,781,600 $1,781,600
Oxiclean: Spray Laundry Stain Remover
$1,400,500 $137,200 $9,000 $615,900 $646,500
Clorox 2 Stain Fighter & Color Booster : Stain Remover
$5,643,000 $505,100 $1,534,800 $234,000 $571,000 $2,798,200
Tide Boost: Laundry Stain Remover
$1,780,300 $720,800 $1,800 $261,400 $796,300
Advertising HistoryOxiclean Laundry Stain Remover Products Total
$59,366,900
Oxiclean: Spray Laundry Stain Remover $1,400,500
Oxiclean Laundry & Versatile Stain Remover : Combo $8,582,900.00
Oxiclean Max Force : Gel Stick Pretreater Stain Fighter $5,390,100.00
Oxiclean Max Force : Laundry Stain Remover $2,913,600.00
Oxiclean Stain Fighter : Liquid Laundry Stain Remover $3,532,700.00
Oxiclean Stain Remover $33,372,900.00
Oxiclean Versatile: Laundry Stain Remover $4,174,200.00
Competitor Sales Promotion
Online Coupons:
Product Website
Third-party sites
Competitor’s coupons:
OxiClean “$1.00 off”
Tide “$1.00 off”
Shelf Space
Target Audience
Female ages Stain Remover Dry cleaner Laundry Detergent
18-24 45.80% 0.55 98.30%25-29 49.70% 6.71% 98.70%30-34 49% 12.90% 99.30%35-39 48.90% 1.89% 98.30%40-44 48.30% 1.63% 99.30%45-49 54.30% 3.75% 97.60%50-54 58% 0.73% 98.40%55-59 57.90% 1.89% 99.60%60-64 61.30% 3.01% 98.10%
Do you use pre-wash stain removers?
Female Male
Yes 52.80% 48.80%
No 45.70% 50%
Target MarketTOP 10 DMA
Most Time spent on internet(20+ hours)
Most Internet Access Last 30 days
Most TVs in Homes
Highest amount of College Graduates or Higher
Highest Influential Per Capita
Washington DC
#1 #1 #8 #2 #1
San Fran/San Jose
#2 #2 #6 #5 #4
Boston #3 #3 #7 #1 #3Atlanta #4 #4 #9 #7 #7New York #5 #8 #1 #3 #8Chicago #6 #7 #3 #4 #6Houston #7 #6 #10 #9 #11Dallas #8 #5 #5 #8 #10Los Angeles #9 #10 #2 #10 #9Philadelphia #10 #9 #4 #6 #5
Heat Map
Heat Map
Heat Map
Recommended MediaInternet: Females
25-34
Q1 (Highest)
Q2 Q3 (Middle)
Q4 Q5 (Lowest)
Index 141 125 141 104 71
Vertical %
21.4% 18.9% 21.3% 15.77% 10.8%
Horizontal %
21.4% 16.5% 17.3% 14.1% 13.7%
Television: Females
25-34
Q1 (Highest)
Q2 Q3 (Middle)
Q4 Q5 (Lowest)
Index
82 94 88 133 103
Vertical %
16.4% 18.7% 17.5% 26.5% 20.7%
Horizontal %
7.15% 8.16% 7.64% 11.6% 8.93%
Recommended Media
Radio: Females
25-34
Q1 (Highest)
Q2 Q3 (Middle)
Q4 Q5 (Lowest)
Index
97 94 119 109 81
Vertical % 19.3% 18.8% 23.8% 21.8% 16.3%
Horizontal %
8.42% 8.19% 10.3% 9.51% 7.04%
Media Allocation
Internet25%
Television64%
Radio5%
Trade Magazine5%
Cost Efficiency
Medium Media Company
Size/Format/ Show
Circulation/ Rating/ Adults 25-34
Unit of Space/Cost
CPM Age 25-34
Internet Types Specific Impressions Units/Cost CPCTwitter Promoted
Accounts- 6 Months/
48,000-
Facebook Advertisement 420,000 Per Day/ $2,000 $1.00Google AdWords “Laundry” 301,000 Per Day/ $500 $0.50Google AdWords “Dry Cleaners” 246,000 Per Day/$500 $0.50Google AdWords “Resolve” 110,000 Per Day/ $400 $1.00Google AdWords 15Other Stain
and Cleaning Related Words
157,200 Per Day/ $600 $2.00
Television Show Units Rating for target audience
Total Cost$1,978,232
CPM
Spot Sex and the City 20 .46 15831.39 34.42Scrubs 20 .42 14725.62 34.89The Hills 60 .27 6427.85 23.55Half & Half 20 .27 9286.67 34.27Days of Our Lives
20 .34 11653.98 34.17
Network Law and Order SVU
12 1.4 46884 33.3
Billboard Types Impressions Cost$0
CPP CPM
New YorkBulletin 5.34 Mil 896,000 8,960 167.88Poster 2.66 Mil 177,000 3,540 66.44
ChicagoBulletin 2.59 Mil 192,000 1,920 74Poster 1.3 Mil 44,850 897 34.5
Los AngelesBulletin 2.24 Mil 148,800 2,960 66Poster 2.19 Mil 35,425 708.5 16.2
Trade Magazine
Paid Circulation Cost$144,600
CPM
Supermarket News
Full Page 1x 33,341 18,800 563.87
12x 400,092 79,800 199.45
Half Page 1x 33,341 11,900 356.9212x 400,092 58,800 146.97
Grocery Headquarter
Full Page 1x 33,120 14,580 440.21
12x 397,440 133,200 335.14
Half Page 1x 33,120 8,020 242.14
12x 397,440 64,800 163.04
Media PlanPhase 1: Initial TV spot and radio spot will push the key
message
Phase 2: Launch Internet Contest
Phase 3: Internet Advertising & Trade Magazines
Flow Charts
Flow Charts
Flow Charts
Flow Charts
Creative PlanPrimary research through open-ended interviews
No differentiation other than brand recognitionResolve has low awareness and recognition
Bigger picture
Entertainment and empathy
Creative StrategyAwareness, recall, loyalty
Reposition ResolveConsumers + environment Generate sales of product + clean up communities
TV Commercial
TV Commercial
TV Commercial
TV Commercial
TV Commercial
Radio Advertisement https://soundcloud.com/michellecom210/radio-spot
#LIKEITNEVERHAPPENED
Online Advertising Consists of:
Google AdWords
Cleaning Blogs
YouTube Contest
Facebook Advertisement
Facebook Advertisement
Cleaning Blog
Website Coupon
Google AdWords
Google AdWords
Website Contest
Trade Advertisement
Budget
Media Expenditures Unit Cost Frequency Total Cost Percentage
Spot TV 34%Sex and the City 15831.39 20 $316,627.
80 Scrubs $14,725.62 20 $294,512.
40 The Hills $6,427.85 60 $385,671.
00 Half & Half $9,286.67 20 $185,733.
40 Days of Our Lives $11,653.98 20 $233,079.
60 Network TV 13.5%
Law and Order SVU $46,884 12 $562,608.00
Internet 18.9%Twitter 8,000
183$48,000.0
0 Facebook 2000 183 $366,000.
00 Cleaning Bloggers
100 915
$91,500.00
Google Adwords “Laundry”
500 183 $91,500.00
Google Adwords 500 183 $91,500.00
Google Adwords 400 183 $73,200.00
Google Adwords 600 183 $109,800.00
Radio 4%WMZQ-FM Washington DC
$396.00 28 $11,088.00
KRTY-FM San Francisco/ San Jose
$899.00 28 $25,172.00
WKLB-FM Boston $453.00 28 $12,684.00
WUBL-FM Atlanta $363.00 28 $10,164.00
WAXQ-FM New York $1,405.00 28 $39,340.00
WCBS-AM Chicago $362.00 28 $10,136.00
KKBQ-FM Houston $264.00 28 $7,392.00 KPLX-FM Dallas $296.00 28 $8,288.00 KKGO-FM Los Angeles $1,083.00 28 $30,324.0
0 WXTU-FM Philadelphia $383.00 28 $10,724.0
0
Trade MagazineSupermarket News Full Page
$6,650.00 12 $79,800.00
3.5%
Grocery Headquarters Half Page
$5,400.00 12 $64,800.00
Total Advertising Cost $3,159,644.20
BudgetCommercial Expenditures
9.60%
TV Commercial Expenditures
$300,000.00
$300,000.00
Radio Commercial Expenditures
$100,000.00
$100,000.00
Total Commercial Expenditures
$400,000.00
Sales PromotionOnline Coupons $0.50 366,000 $183,000.
0016.5%
Contest $500,000.00
1 $500,000.00
Total Sales Promotion $683,000.00
8% for Unexpected Funds
$376,000.00
8%
Total Budget $4,618,644.20
THANK YOUWe welcome any questions
